Abstract

Extensive studies since the mid-1960s have demonstrated the value of the strategic use of communication in international development, both at the theory and research levels, as well as at the levels of policy, planning and implementation. Because a significant percentage of the world's population lives in extreme poverty, any effort to improve the impact of development efforts is seen by many as a step in the right direction.

However, decision and policy makers in the development community at large may not understand the role of communication and appreciate it to the point that they routinely include it in their development budgets and/or planning processes.

In this study, the researcher examined the development of the various theoretical frameworks that define the practice of development communication, and then reached out to the international development community through a survey to discover: a) whether an assumption that development communication is not sufficiently appreciated by decision and policy makers in development organizations is correct; and b) if it is, what possible reasons there could be for this.

The researcher found that where this assumption is correct, possible reasons for it could be a) a deficiency of empirical indicators on which policy makers can base their budgeting decisions; and/or b) a lack of effective communication between those that advocate for development communication and those at the top of the organizational hierarchies.